Developing Persuasion Knowledge by Teaching Advertising Literacy in Primary School
本研究在3所美国贫困小学的三年级课堂中开展3小时广告素养干预实验，发现能显著提升8-9岁学生对广告创作者、销售意图、说服策略和目标受众的理解，为课程开发提供参考。
As part of a larger project to integrate advertising literacy into school curriculum, this research evaluates the effectiveness of an initial three-hour advertising literacy classroom intervention among eight- and nine-year-olds. The field experiment (a pretest/posttest, control/experimental group design) was implemented in 10 third grade classes in a three-week time period in three high-poverty schools in the United States. Low advertising literacy occurred at baseline. Evaluation results indicated significant increases in intervention students' understanding of the message creator, the selling intent, persuasive strategy, and target audience. Recommendations for curriculum development, refinement, and implementation for a wider audience are discussed.